The keywords research phase is now completed (well for a while) and the next phase is for the search engine optimisation of our content around the selected keywords.
The first area of the site that we are optimising for is our web design services.
We identified the target keywords within our web page as detailed within the keyword selection article.The following elements will be considered when optimising the page.
The page title is considered very important to search engines. It sets the tone of the page. Including relevant keywords here are important.
The title tag is also very important, as this is what is generally displayed to the searcher when they review the results of the web page. The title has to balance well between including keywords and encouraging searchers to click your link.
The title tag for the page is:
Website Design UK | Liverpool Runcorn Cheshire North West | Professional Website Design
From our keyword research we have decided that we will be targeting:
for our web design services.
We do not just need to add Manchester to the search results we also need to remove the Runcorn and Cheshire. These keywords do not provide sufficient traffic so at this stage they can be removed.
The other point of note is that we have moved the "uk" to the end of the areas covered. This increases the prominence of the keywords that we are targeting, while keeping the UK part of the title.
We have therefore changed the title tag to:
Website Design | Liverpool Manchester Cheshire UK | ABT Web Design Services.
We need to ensure that our keywords are included within the body copy of the site. Not just for search engine marketing purposes but so as to ensure that visitors can recognise their search within the site. This builds credibility and helps improve the conversion rate of visitors to customers.
We have made a major change to the web page copy, but the importance of getting the keywords within the text is important. However getting the keywords "Web Design Liverpool" in to the text is not simple. e.g. web design in Liverpool reads better.
We have added a footer to the page which includes the keywords. This looks in place and will help with the ranking.
This has given us the idea to create information pages for each of the keywords we are targeting. Although considered to be a doorway page the information is targeted at the reader as an introduction to the services we offer and is not designed as spam. This is important as we are only practicing ethical optimisation techniques.
There is still some argument as to the relevance of meta tags used by search engines. We still add two meta tags to the page, Description and Keywords. We do not add any of the other tags available as standard as we feel that they are not relevant.
We have added the first following meta tags to the page. These will form a baseline for future optimisation:
Description: "Web Design UK - ABT Web services provide a professional website design service locally in Liverpool, Manchester and Cheshire and nationally throughout the UK."
Keywords: "web design, abt web services, liverpool, manchester, cheshire, dreamweaver, contribute, dynamic website, php, MySQL, uk"
The updated web design page went live on the 5 July 05.
Search Engine Optimisation is not an exact science. We need to monitor the page, review the status during each update and adjust further dependent upon the results.
However we have decided through this exercise to include the information, or landing, pages for the keywords. These will be specific pages that will target one key phrase per page.
These pages will also be used on our PPC campaign so that we can deliver relevant content directly to the searcher query. We hope that this will improve the number of visitors converting to sales leads.
Barry Tedstone - ABT Permanent Link |
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